Be Responsive to Your Online Audience

The first rule of managing your inbound marketing is to remain responsive to your online audience. Nowadays, Google, social media platforms, Yelp, Foursquare, and trade-related review sites make sharing feedback about your business really simple online.

You need to encourage people to leave their comments for others to see and share at any available opportunity.

Go out of your way to ask for feedback and provide links to your preferred platforms. If negative comments are posted, be sure to respond to them in a timely fashion. This means scheduling in time — daily — to check what people are saying about you. If you messed up, be up front about that and apologize immediately, putting things right publicly. You want to head off further criticism and even score points for great customer care.

If your webmaster has linked your website to Google, customers searching for your service or product may show your company in the results ahead of others in your locality if you have good reviews there. Any recent uploads of images also will count toward ranking your company higher than your competitors, helping you attract more customers.

Negative reviews are difficult to account for in terms of customers lost. Still, do your best to minimize the damage by showing you care, taking criticism into account so you can improve what you do.

This simple daily practice of monitoring social comments and input should take no more than ten minutes and be part of your wider inbound marketing strategy of maintaining a positive reputation. When you’re responsive, people will notice and credit you for it. Who knows? You may even get a new customer out of it. 

The key is being prepared for the unexpected with your inbound marketing strategy. In an age where marketing messages go two ways, your audience can wreak havoc on your reputation. Marketing strategies that account for risk mean being prepared to acknowledge explicitly and publicly when mistakes have been made, and being seen to go all out to make things right with your customers.

Online audiences will forgive mistakes and welcome good after-support. You can be sure that industry commentators will notice, too, and having them accommodate glitches with understanding will protect your reputation and continuing revenues. Making amendments openly and publicly online can create opportunities to really connect with your customers, and even build loyalty.

The Importance of Inbound Marketing

Inbound marketing is a business technique that attracts customers to products and services through valuable content and relevant material that’s tailored to them. It’s also the right way to bring in customers, unlike outbound marketing. Outbound marketing doesn’t work, first of all, and secondly, it only interrupts your potential customers’ lives and annoys them (think flyers, brochures, and so forth). 

Image quote of, "the truth is, when you focus on who your customer is, what they need, and how you can help them, then you're headed in the right direction"

Inbound marketing lets you form a connection with the audience you want so you can give them what they need to solve a problem that they have. When you do inbound marketing right, you can increase your website leads, save money, and eliminate the chase — of your customers, that is. 

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Your website and overall online presence is the equivalent of your bricks and mortar business in the virtual real estate world. On the high street, businesses depend on footfall and word of mouth; it’s similar online, where inbound marketing brings in consistent website leads and revenue.


Well-planned marketing strategies, simple tools, manageable marketing ideas, and budgets are vital for business owners looking to grow revenues, for marketing agency owners to build clientele, for the self-employed marketing consultant seeking predictable income, marketing managers in the private sector, NGOs, and public sectors alike looking to stand out from the online noise of competitors.



Managing your company’s sustained visibility and reputation for reliability, professionalism, and expertise online is key to your longevity. Nevertheless, despite the importance of how the world sees you in the virtual world, many companies and organizations are unsure how to maintain a consistent brand voice and positive reputation in the face of criticism and challenges online. Not being able to handle the voices of detractors to your message can ruin months — and even years! — of hard work building your reputation online. Your marketing ideas have to allow for dealing with negative feedback if you want to avoid lost revenue.

The truth is, when you focus on who your customer is, what they need, and how you can help them, then you’re headed in the right direction. Even though your goal might be to grow your business, you have to solve their problem — and then another customer’s problem, and another customer’s problem, and on and on — if you’re going to get anywhere.

For your customers, inbound marketing turns your business into an experience rather than just another sale. And when you do that, you can intrigue potential customers, bring them in, get them to buy, and then make them love you so they’re promoting you, your business is growing, and everybody’s happy.

When you book Jay for a speaking engagement, he will help your audience see consistent growth with a clear plan. Let us know about your upcoming event using the form below.